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CONSUMER BEHAVIOUR
WHAT IS PERSONALITY ?
The specific qualities, attributes, traits,
factors, and mannerisms that distinguish one
individual from other individuals is known as
personality.
Freudian Theory
Neo-Freudian Theory
Trait Theory
FREUDIAN THEORY
Sigmund Freud built this theory on the
premise that unconscious needs or drives,
especially sexual and other biological drives,
are at the heart of human motivation and
personality.
ID EGO
Gratification System 1 System 3
SUPER
EGO
SYSTEM
2
The id was conceptualized as a ‘warehouse’ of
primitive and impulsive drives-basic
physiological needs such as thirst, hunger, and
sex-for which the individual seeks immediate
satisfaction without concern for the specific
means of satisfaction.
Consumer innovativeness
Dogmatism – low & high, referring open-mindedness
Social Character – inner to other directedness
Need for uniqueness – unconventional choice
Optimum stimulation level – high - linked with
greater willingness to take risks, to try new products,
to be innovative etc.
Sensation seeking – take risk for sake of experience
Variety-novelty seeking – close to OSL
COGNITIVE PERSONALITY FACTORS
satisfaction
FIXATED CONSUMPTION BEHAVIOUR
Fixated consumers do not keep their objects or
purchases of interest a secret.
Cognitive
Involvement
Product Affective
Cultural Involvement
Uniqueness
Cross-
Attitude Cultural
Language Adoption
Intention
Change Product
Behaviour Expertise
Brand Personality
Unlike product-personality, consumers also
subscribe to the notion of brand personality;
i.e. they attribute various descriptive
personality-like traits or characteristics to
different brands in a wide variety of product
categories.
Brand
Personality
Excite- Sophistica-
Sincerity Competence Ruggedness
ment tion
Consumer Behaviour
- Leon G. Schiffman
- Leslie Lazar Kanuk
• Website :- www.outofservice.com/bigfive
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